Analytics for Media Managers

February 25, 2021; 14:00 – 18:00 EET

Online, Zoom platform

Page views, unique visit, time on site, bounce rate, social sharing – there’s a near endless list of data points that publishers can use to assess performance. But which metrics are the most useful in defining a coherent strategy? How can tools like Google Analytics and Crowdtangle be used to optimize strategic data insights? How can newsrooms improve their data maturity and ensure that data is incorporated as an integral input in strategic processes? In this workshop we’ll tackle these questions head-on and give you the key ingredients for a coherent data and analytics strategy for your newsroom.


Tom Trewinnard –  Founder & COO at Fathm, working on creative solutions to emergent challenges in journalism, former Director of Programs at Meedan.

Tom has ten years’ experience working at the intersection of technology and journalism, leading high-impact international media projects and driving product strategy for collaborative technologies. Formerly Director of Programs at Meedan, Tom led Check Global, a programme dedicated to developing innovative open source tools and training programs for journalists, fact checkers and human rights researchers around the world. Tom is the co-founder of Pop-Up Newsroom, which has led major collaborative reporting initiatives in the UK, US, Mexico, India and Indonesia since launching in 2017, including the award-winning Verificado 2018. Tom holds an MBA from the Eller College of Management, University of Arizona.

Laurens Vreekamp – Associate Consultant at Fathm, former Teaching Fellow with the Google News Lab

Laurens just finished his two-year Fellowship with the Google News Lab, as a Teaching Fellow for the Netherlands, Belgium and The Nordics, and Innovation Sprint facilitator for newsrooms and publishers (Bonnier, Altinget, De Persgroep, NOS) in these regions. Before joining Google, Laurens did design research with multiple Dutch news organisations (RTL Nieuws,, FD, Het Parool) as a Fellow of the ‘Journalism Research Group’ at the University of Applied Sciences Utrecht (HU).  He taught UX & Journalism classes, worked with Dutch National Public Broadcasters innovation teams and has directed a live-radio show called ‘Nacht van het Goede Leven’ (Night of the Good Life) on National Public Radio 1. He graduated as European Media Master of Arts in 2003.

  • Defining and refining KPIs for publishers;
  • Understanding Google Analytics and Crowdtangle (and others) to track and measure publisher KPIs;
  • Assessing and growing data maturity;
Who should attend?

Newsroom managers, commissioning editors, audience specialists, and journalists who want to know how to better use analytics.

Participation fee

EUR 150 + VAT

The application is open, please fill out the form below.

If you have any questions, please email:

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